Driving Last-Minute Holiday Bookings – Tactics for Independent Hotels

Win the final nights of the year

The holiday season is one of hospitality’s most dynamic periods. Weekends and festive dates often sell out months in advance, while weekdays and shoulder nights remain soft. Add to that the growing trend of last-minute bookings — now accounting for nearly 40% of all holiday reservations (Expedia, 2024) — and hoteliers face both a challenge and an opportunity.

For independent hotels, agility is the secret weapon. Without layers of bureaucracy, independents can move faster than big brands, adjusting strategy in real time to capture demand. At Premiere Advisory Group (PAG), we work with hotels to design last-minute holiday booking tactics that convert “undecided” travelers into paying guests.

Here’s how to finish December strong.

1. Leverage Mobile-First Marketing

Last-minute bookers are mobile-first. According to Google, 70% of same-day hotel bookings are made on mobile devices.

Launch geo-targeted ads to capture travelers already in your city.
Optimize mobile booking paths to complete in three clicks or less.
Highlight festive perks (complimentary champagne, late checkout) front and center on mobile ads.

PAG clients who pivoted to mobile-first strategies saw double-digit uplifts in last-minute conversion during holiday periods.

2. Create Festive, Flexible Packages

Flexibility is a top driver of last-minute bookings. Pair it with festive value-adds to stand out.

Offer free cancellation up to 24 hours before arrival.
Add seasonal touches like a welcome drink, in-room holiday treats, or gift-wrapping service.
Bundle dining or spa experiences to increase ADR.

These small details elevate perceived value and drive urgency.

3. Maximize OTA Visibility While Protecting Direct Bookings

OTAs dominate last-minute search results — but hotels can still balance distribution.

Use OTAs for exposure during high-competition days.
Redirect traffic to brand.com with exclusive loyalty offers, upgrades, or perks.
Ensure rate parity across all channels to avoid undercutting your own strategy.

PAG’s audits show that 10–15% of hotels lose last-minute bookings due to inconsistent OTA vs. direct pricing.

4. Use Email and SMS to Activate Past Guests

Your best last-minute bookers may already know you.

Send targeted emails to loyalty members with festive offers.
Use SMS or WhatsApp for quick, personalized nudges (“Come spend Christmas Eve with us”).
Highlight availability for popular dates and encourage immediate booking.

Past guests are 3x more likely to book last-minute stays than first-time prospects.

5. Highlight Events and Experiences

Guests booking last-minute are often motivated by holiday events rather than just lodging.

Promote hotel-hosted dinners, brunches, or New Year’s Eve parties.
Partner with local holiday markets, theaters, or concerts to create package deals.
Share event-driven content on Instagram, TikTok, and LinkedIn.

This shifts the conversation from “stay” to “experience”, creating urgency.

6. Dynamic Pricing for High-Impact Dates

Last-minute bookings mean higher volatility — so rate strategy must adapt.

Increase rates strategically as demand spikes closer to holidays.
Offer value-adds instead of blanket discounts to avoid margin erosion.
Use RMS or demand data to monitor competitor moves in real time.

PAG recommends daily monitoring of comp set pricing during the last two weeks of December.

7. Prepare for Walk-Ins

Yes, walk-ins still happen — especially during the holidays.

Ensure front desk teams are trained to upsell and convert.
Display digital signage highlighting packages and festive perks.
Keep availability updated across all channels to avoid overbooking.

Walk-ins may be rare, but they represent some of the highest-margin bookings.

Conclusion

Last-minute holiday bookings aren’t a headache — they’re an opportunity. By leaning into mobile-first campaigns, creating festive packages, balancing OTA vs. direct strategies, and highlighting experiences, independent hotels can maximize revenue and end the year strong.

At Premiere Advisory Group, we specialize in helping hotels turn seasonal volatility into profitable opportunities, ensuring every booking window — even the last minute — contributes to long-term success. Connect with us today to build a stronger hotel commercial strategy for now and beyond.